Research

Click testing

Put an image up on a click-testing service, and dozens or hundreds of people will follow your instructions to click somewhere meaningful on the image – for instance, where they would expect to click on a website to see their basket. You can also make an image that incorporates two alternative designs/copy and ask testers to click on, for example, the app design which looks more trustworthy.


Good for:

  • simple questions where people's instant response is what matters
  • scale at speed: usually, you can get 20 responses overnight if you don't have any demographic requirements
  • questions where demographics aren't important (these cost more and the responses come more slowly)
  • cheapness: 1 click costs 20¢

Bad for:

  • getting answers only from UK residents takes much longer: several days to get 20 responses
  • nuance: you only get the clicks and perhaps the question responses
  • rigor: people using this are often going through the tests at speed

How to use

  • Make your image 1,280px or less wide
  • Upload the image to the click testing service and enter in the contextual info you're giving the user (eg: "You're looking to buy a new dishwasher, and you come to this site") and question (eg: "Where would you click to see dishwashers?")
  • Select the number of testers you would like the service to provide – or choose to send the test out yourself to testers you source
  • Wait for the responses to come in
  • Review the results, which come either in a heatmap or click map. Tip: if you click and drag over the results image, you'll be told the number of clicks within the rectangle you have selected.

Outputs

Click maps overlaid on the image you uploaded.

Software/services

  • UsabilityHub: http://usabilityhub.com

Timeframe

Minutes to set up. 24 hours to get 20 non-demographically filtered results. 3-4 days to get 20 results from UK testers

What you need

  • A flat image
  • 20¢ per result. It's usually good to get at least 20 responses, which costs $4.

Advisors

Kat, Scott, Katy, Mathieu

Ian Kynnersley


Notes

  • Be careful not to accidentally ask leading questions: eg "how would you find X" rather than "how would you search for X"